Summer Tourism: Gearing Up For Family Fun

The new trends include family-friendly rides, plus heightened marketing of Virginia attractions.

That speed and drop are tame compared to roller coasters such as Busch Gardens' Apollo's Chariot, which features a top speed of 73 mph and a 210-foot drop. But that's the point.

The new ride -- the Italian Job Turbo Coaster at Paramount's Kings Dominion -- illustrates a trend. More amusement parks across the country are unveiling family-friendly rides that appeal to a wide age range, rather than opening intense rides largely geared toward teens and young adults.

This is one of several tourism trends for the summer of 2006. Other examples of new, more family-friendly rides include Expedition Everest at Disney World in Florida, Timber Tower at Dollywood in Tennessee and Busch Gardens' Curse of DarKastle, which opened last year but was revamped for this year.

One reason for the increased focus on family-friendly rides is people's greater interest in spending time with their families since the Sept. 11, 2001, terrorist attacks. That's according to Beth Robertson, a spokeswoman for the Alexandria-based International Association of Amusement Parks and Attractions.

Robertson said the trend toward family-friendly rides has been noticeable for at least five years. And the efforts to appeal to a wide age range seem to make financial sense. Each year for about 10 years now, U.S. amusement parks have seen increases of 2 percent in attendance and 4 percent in revenue, the spokeswoman said.

HISTORIC TRIANGLE

Along with more product, there's more selling of the product. New programming and new facilities combined with increased marketing means "a positive outlook" this summer for the Historic Triangle, said the Greater Williamsburg Chamber & Tourism Alliance's president, Dick Schreiber.

The new facilities include the $4.9 million Archaearium at Historic Jamestowne, while the new programming includes Colonial Williamsburg's Revolutionary City. CW officials already have credited the street theater-style program with helping lift its paid attendance by 11 percent through April.

Both the cooperative "GoWilliamsburg" marketing campaign and advertising by individual attractions are stepped up for this summer. The cooperative campaign, funded mostly by a $2 lodging fee, has a $6 million budget this year, compared to $4 million last year.

CW officials have said their advertising budget has grown by more than 25 percent this year to about $14 million. And Busch Gardens officials have launched their biggest ad blitz ever, in partnership with the other Busch Gardens amusement park in Tampa, Fla.

Plus, a major promotion of the Historic Triangle is now under way with the start this week of the Jamestown 2007 commemoration's Godspeed Sail. Schreiber said the promotional trip for mostly 2007 events also should provide a lift in 2006 visitation.

GAS PRICES

High gas prices this year will keep some travelers at home, according to the Travel Industry Association of America.

The association is predicting an increase of less than 1 percent in travel volume nationwide, saying a gas price of about $3 could be the "tipping point" for many Americans.

"It is the point at which 10 percent of travelers say they would seriously consider canceling a trip," the trade group said in a news release.

But at Virginia Beach, the impact has not yet been felt, according to that city's convention and visitors bureau. Pam Lingle, a spokeswoman for the bureau, said the high prices could even play to Virginia Beach's advantage, since it's closer to Northeast markets than other beaches in the South. *